Formula 1 supremo Bernie Ecclestone has proved he can turn even a violent mugging into a commercial opportunity.
Ecclestone was viciously punched and kicked outside F1's London headquarters late last month as a reportedly hugely expensive watch was taken from his wrist.
A graphic photo of his battered face is now featured on a print advert for his sport's official watch sponsor, including the Ecclestone quote: "See what people will do for a Hublot."
The Nyon-based Swiss watchmaker confirmed in a statement that the photograph and quote attributed to 80-year-old Ecclestone in the advert are genuine.
Hublot is also the official watch partner in F1.
7sur7.be said the adverts would debut in the Financial Times and the International Herald Tribune on Wednesday.
Indian F1 driver Karun Chandhok said the move was "classic Mr. E".